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How to market your small business on a budget

Marketing guru Dan Sodergren explains the principles of guerrilla digital marketing

Guerrilla marketing is a bit like business warfare – the ninja versus the samurai – as those without much power go head to head with those with lots of it.

It is a way of thinking, a way of looking at marketing from a different angle – one which might just change your approach to business forever.

So, how can you use your wits rather than just your wallet? You need to invest time, and learn to love your customer. Here’s how to do it. 

Get to know your customer: How well do you know your customer and what they want? Use social networking sites such as Facebook, Twitter and LinkedIn as a focus group for testing products and ideas.

Become obsessed with analytics: Use analytics to test your marketing efforts every day. They will tell you everything you need to know. Google’s free Analytics tool is a great resource for website owners. It offers all sorts of useful insights into what your customers are looking for, such as where your web visitors come from (whether social networks, search engines or links from other sites), what search terms brought them to your website and what content is the most popular.

Consider your web presence: Does your website really speak to your customer? Does it offer them what they’re looking for? Would you be better marketing your business with an app instead?

Learn from feedback: Be flexible and ready to move at a moment’s notice. You have to be willing to change your business and your marketing according to your customers’ wants and needs.

Use mobile: Our need to be continually in touch provides an amazing opportunity. You can be literally in the pockets of your customers each and every day. Crucially, make sure your website is user-friendly on mobile devices.

Treat your customer as an individual: Market to the person and not the demographic. You can create more personal, one-to-one marketing through social media, creating a greater sense of customer service.

Use the power of the crowd: Consider your customers a mobile sales team. Make them feel involved in the development of your business and they will retweet and recommend your products.

The creation of positive relationships, and the return on investment from these guerrilla tactics, can deliver almost any quick-thinking businesses success in 2012. Just a little investment of your time, and focus, could make you a fortune.

Dan Sodergren is a serial entrepreneur, turned motivational marketing mentor. He is the founder of Your Marketing Trainer and commercial manager of GoAugmented . For more advice on guerrilla marketing, Dan is offering five free video tutorials on the Your Marketing Trainer website

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